Talking Points

   Challenge the non-responsive response.

   Reporters score solid journalism points when they challenge politicians who dodge questions and pivot to the day's preselected "talking points."
   "Stay on message" is the politician's goal. "Answer the question" should be the response from reporters.
   Today's plaudit goes to Don Lemon of CNN, who regularly runs a segment he calls "no talking points," as well as all others who challenge non-responsive responses.
   Normally, news reporters and interviewers keep their opinions to themselves. But this is different. Interview subjects who consistently ignore questions, instead prattling on about their own designated "talking point" of the day are only spreading propaganda. And reporters who go along with this dodge are derelict in their duty.
   For too long, reporters have been acquiescing to this tactic, caving in to the threat of losing access to the source. It's not exactly like the politician is dictating the questions and topics in advance, but in practice it's not much different if the candidate gets away with avoiding, side-stepping or pivoting away from a specific question to chatter about his preferred "message."
   Reporters must stop being manipulated and used as platforms for political propaganda. It's long past time to challenge the prattlers, and say "Never mind the talking points, answer the question."

   Advice to candidates, officials and executives: Hire some good PR people who can advise you on which reporter from news outlet will ask which question. Pay attention to what they advise, especially when they propose answers to specific questions. Especially when you don't like the question. Crossing out some of the suggested answers because you don't like the question and don't want to deal with it won't make it go away. That's a form of denial.
   Telling your PR advisor that you don't like the question won't change the reality that the question will be asked. And a PR professional will be able to tell you which reporter from which news outlet WILL ASK that very question. If it turns out that the said reporter does not asked that very question, you come out ahead. Either way, you were prepared.

   Keep in mind that the reason some politicians don't like news reporters is because they can't control them.